Deion Sanders built a multimillion-dollar career as a dual-sport athlete through NFL and MLB contracts and major brand deals with Nike and Pepsi. After retirement he cultivated the "Coach Prime" persona, earning additional endorsements, a CBS analyst role, and coaching positions culminating with the Colorado Buffaloes. He advises young athletes to select colleges based on coaching staff, likability, location, and situations that can elevate their development rather than solely on finances. Since 2021, policies have allowed players to monetize their name, image, and likeness (NIL), reshaping college sports and enabling top earners to pull multimillion-dollar payouts.
As a dual-sport athlete, he built his brand through lucrative NFL and MLB contracts and massive deals with companies like Nike and Pepsi. After retirement, Sanders carved out an image as "Coach Prime," netting additional brand deals, a high-profile analyst role at CBS, and coaching gigs, most recently with the Colorado Buffaloes. His best advice for young athletes? Don't chase money when you pick a college - no matter how tempting it may be in the new era of NIL.
That has transformed the landscape of college sports. To stay competitive and land star athletes, colleges are increasingly pressured to offer massive paychecks and facilitate bigger and better endorsement deals. Economists have found that universities with generous donors and resources can offer more enticing support for players looking to sign with big-name brands. NIL has become a billion-dollar business, and top earners pull in $3-$6 million annually,before even entering a professional sports league.
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